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Extended reality (XR)

It refers to all real-and-virtual combined environments and interactions generated by computer technology. It covers Augmented Reality (AR), Mixed Reality (MR), and Virtual Reality (VR). Providing an immersive experience offers companies the possibility to improve the way they market their products, generating a closeness between consumers and products. In this way, customers can try and analyze the products before making a purchase.

Virtual Reality (VR)

VR is the term used to describe a three-dimensional, computer-generated environment that can be explored and interacted with by a person. That person is immersed within this virtual environment and in most cases is able to manipulate objects or perform a series of actions. Many people know VR through the use of Head-Mounted Devices (HMD) like the HoloLens, Oculus Rift, HTC Vive, or Google Cardboard. What is less known by the public is that there are many different types of virtual reality systems, like VR Caves or VR theatres developed for use within scientific and engineering industries.

Augmented reality (AR)

On the contrary, does not give a complete immersion. AR adds digital elements to a live view often done by using the camera on a smartphone, tablet, or augmented reality glasses, as in the case of HoloLens 2. Augmented reality experiences and games include for example apps like Pokemon Go or devices like the Snapchat lenses. It is a technology that is particularly well suited to the smartphone market, integrating its technology to generate highly personal and mobile experiences. AR presents several applications of great practical importance for companies in different sectors.

Mixed Reality (MR)

It blends elements of both AR and VR, where physical and digital objects co-exist and interact in real-time. It allows the user to interact with combined virtual and real objects. Examples of MR include games like Halo Recruit or apps such as HoloTour. Thanks to MR, teams can work connected in a virtual world superimposed on the physical environment. MR is transforming the way people work, learn, and live. And it has the potential to expand further to enhance and empower businesses and organizations.

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